University of Denver Enters into Sports Betting Partnership With Las Vegas’ SuperBook

Colorado Casinos
SuperBook at The Westgate Las Vegas has entered into a sports betting partnership wit the University of Denver Athletics in a deal that was facilitated by Playfly Sports.

According to an announcement made last Thursday, the deal involves branding, media hospitality, and social media assets with a focus on responsible gambling and education for student athletes.

Said Karlton Creech, DU Vice Chancellor for Athletics, Recreation and Ritchie Center Operations:

“The University of Denver is excited about the opportunity to form a corporate partnership with SuperBook Sports. As sports betting continues to become more and more of a passion for our fanbase, we felt that it was important to partner with a local company that we trusted to put an emphasis on responsible gaming. We’re also excited about the opportunity for the proceeds of this partnership to directly impact our student-athletes’ experience at DU.”

Emphasis on Responsible Gaming

Details of the deal were not released but it is expected to include branding in the University of Denver hockey and lacrosse teams and their venues as these two sports are the stalwarts of their athletics program.

But the highlight of the deal is the emphasis on responsible gaming as this is the most common issue among these kinds of sports betting deals, especially with not everybody in the campus at least 21 years old.

The National Council for Problem Gaming ( NCPG) has concerns on these kinds of partnerships but with The University of Denver bringing this to light and making it a priority for a population that are at a high-risk of gambling problems, it’s a good sign.

Second Such Deal in Colorado

The University of Denver deal represents the second such deal in the state of Colorado. In September 2020, PointsBet entered into a five-year partnership with the University of Colorado worth an estimated $1.625 million plus a $30 referral fee for each customer registering to the PointsBet App using a promo linked to the school.

SuperBook’s launch in Colorado was its first expansion outside of Nevada. Last June, it opened a Las Vegas-style retail sportsbook at Lodge Casino in Black Hawk. The SuperBook at The Westgate Las Vegas is the world’s largest sportsbook with an unmatched are of 35,000 square feet.

The SuperBook App also operates in the New Jersey sports betting market and is planning to enter the Arizona sports betting industry which is expected to go live on September 9th when the 2021 NFL season begins.